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By Ellen Rooney Martin
CHICAGO–Fallon McElligott’s first image spot for United Airlines, breaking May 22, will take viewers from Orville and Wilbur Wright to the present and the ‘new United’ as part of the carrier’s repositioning, according to sources.
‘Rising’ is the new theme for the campaign from Minneapolis-based Fallon which was awarded the domestic assignment last October. The longtime ‘Fly the friendly skies’ theme developed by previous agency Leo Burnett in Chicago is not used, but sources said that line could be reincorporated into United advertising by the end of the year, once the ‘Rising’ theme has been established.
The airline also may not have permanently dropped George Gershwin’s ‘Rhapsody in Blue,’ used as a musical signature in Burnett’s advertising, these sources said.
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